Content

Optimization Creating content that works

@acrolinx

#acroconf2013

The value of content

Three properties of successful

content

Three components to

successful content governance

“90% of HP customers

never touch the product

before they buy”

“Global Content Management: Hewlett-Packard Talks the Talk of Worldwide Business”

The Gilbane Report, January 2005

“70% of the buying process

is already complete before

prospects engage with a

salesperson”

(SiriusDecisions)

9

Three properties of

successful content

Search-ready

From: Metrics-based Publishing at Symantec,

Bob Lee, Shared Engineering Services

Content optimization example: Before

Content optimization example: After

From: Metrics-based Publishing at Symantec,

Bob Lee, Shared Engineering Services

People-ready

Tuned to the target

audience

The right tone-of-voice

Communicates

effectively

Cisco Product A:

Enterprise market

Professional audience

Content Strategy @ Cisco

“The 4900 Series is ideal

for space-constrained

deployments.”

“Simplified

Management: Edge

switch auto-provisioning”

Zero uses of “you”

Cisco Product B:

Consumer market

Non-technical audience

Content Strategy @ Cisco

Not “space-constrained” but

“smaller”

No sentence over 18

words

Eight uses of “you”

People-ready content

InfiniBand Seal Kits provide sealant for ANSI Packs. Each ANSI Pack includes and ships with an InfiniBand Seal Kit.

You can customize the time to trigger commands when using the touch key. To specify a time, press [Access] on the control panel.

InfiniBand Seal Kits, which provide sealant for the ANSI Pack and which are included and shipped with each ANSI Pack, provide sealant for the ANSI Pack.

Pressing [Access] on the control panel will select this interval, so that the machine will respond to the touch key operation only when the key is kept touched for a specified period of time.

Global-ready

Write for a global audience

– Not everyone reads English

(as well as they claim to)

Write for translation

– Translation on-demand

(you’re not in charge)

Three components to

successful content governance

1. Standards

2. Optimization

3. Analytics

Content Governance

Standards

Who is my target audience?

What language do I need to

reach them?

Setting Standards

Creation / Optimization

Analytics

Content is your most valuable asset

Successful content

– Search-Ready / People-Ready / Global-Ready

Content Governance

– Standards / Optimization / Analytics

Thank you!